• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / TV / Sky UK, ITV, and C4 join forces by co-owning CFlight

Sky UK, ITV, and C4 join forces by co-owning CFlight

5th August 2021 by Natalie Tassone

Sky, ITV, and Channel 4 recently announced that they are working together to launch CFlight, the UK television industry’s first measurement tool for ads shown on linear and video-on-demand without duplicating audiences. Developed by Sky’s fellow Comcast company NBCUniversal in the US in 2018, the business adapted the CFlight standards and methodology for the UK media market and began using the tool in 2019.

With over a year of talks, Sky decided to make CFlight become a pan-broadcaster tool that advertisers and media agencies could use, including its rivals. The device combines Barb linear TV impact data with broadcaster video-on-demand impressions from ad servers for Sky Q, ITV Hub, and All 4. CFlight does not include BT Sport channels because of BT’s decision to move its ad sales from Channel 4 to Sky last year and will join on CFlight in 2022.

CFlight’s launch represents a pivotal moment for the TV ad industry, measuring the incremental reach of TV advertising across linear and broadcaster VOD for the first time. Advertisers will not be able to measure different BARB audiences right away though; for the time being, the newly presented tool will only let advertisers measure an “all adults” audience. More specifically, the data methodology and process, created by research consultancy RSMB, will be audited by ABC, while media software specialist TechEdge will collate and process data for online report requests.

Overall, CFlight is the result of major collaboration, and it will provide innovative, simplified, and unified metrics to demonstrate the significant, growing value of BVOD, and we’re expecting its continued evolution.

All Response Media viewpoint

This has been a long time coming, and realistically, it doesn’t live up to the promised hype, yet. The only audience that can be measured from the start will be ‘adults’, which is very limiting, and evolution is set to be slow. ARM is involved in the development and suggestions for the tool, but updates are not likely until 2023.

From a practical view, it’s funded by the broadcasters, which makes it free to advertisers, which is a positive. However, unlike BARB, advertisers will only have access to their data, so making market comparisons remains shrouded in secrecy.

Cynics amongst us might say that the reason that the broadcasters are hiding the data from the broader market is that they want to keep the total number of BVOD impacts in the market a secret.

This allows them to control the pricing by hiding the amount of money and impacts in the market. Unlike TV where all impacts and ITV spend are in the public domain, and where discount from station price is a common way to ensure all impacts are sold and pricing is transparent, BVOD numbers remain a secret (like Google’s and Facebook’s). Opening up this data is likely to reduce the overall price for advertisers but also the margin for the broadcasters

Read more information on our TV services.

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy